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Longitudinal dynamics of the cultural diffusion of Kpop on YouTube

Author

Listed:
  • Weiai Wayne Xu

    (University of Massachusetts)

  • Ji-young Park

    (Yeungnam University)

  • Han Woo Park

    (YeungNam University)

Abstract

This study takes a longitudinal perspective towards the early stage of social-media-based cultural diffusion. Based on the case of Korean artist Psy’s viral video Gangnam Style, the study reveals the temporal changes of YouTube user characteristics, user-to-user networks, the semantics and sentiment in user-generated comments. Specifically, it shows that YouTube commenters were mostly young and male, with U.S. based commenters dominating the early stage of diffusion. Later, there was an increased share of participation from non-U.S. commenters. Commenting behavior was intensive in early stages, but the interest wore off as time went by. User-to-user interactions based on comment-replying became gradually compartmentalized; in addition, the video and its artist and underlying cultural phenomenon were being evaluated against other popular culture figures and shows. The semantic analysis also shows that commenters were interested in the national cultural origin of the video.

Suggested Citation

  • Weiai Wayne Xu & Ji-young Park & Han Woo Park, 2017. "Longitudinal dynamics of the cultural diffusion of Kpop on YouTube," Quality & Quantity: International Journal of Methodology, Springer, vol. 51(4), pages 1859-1875, July.
    • Handle: RePEc:spr:qualqt:v:51:y:2017:i:4:d:10.1007_s11135-016-0371-9
    DOI: 10.1007/s11135-016-0371-9
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    References listed on IDEAS

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    1. Minjeong Kim & Yun-Cheol Heo & Seong-Cheol Choi & Han Park, 2014. "Comparative trends in global communication networks of #Kpop tweets," Quality & Quantity: International Journal of Methodology, Springer, vol. 48(5), pages 2687-2702, September.
    2. Carliss Y. Baldwin & Kim B. Clark, 2000. "Design Rules, Volume 1: The Power of Modularity," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262024667, December.
    3. Park, Han Woo & Leydesdorff, Loet, 2013. "Decomposing social and semantic networks in emerging “big data” research," Journal of Informetrics, Elsevier, vol. 7(3), pages 756-765.
    4. Mike Thelwall & Pardeep Sud & Farida Vis, 2012. "Commenting on YouTube videos: From guatemalan rock to El Big Bang," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 63(3), pages 616-629, March.
    5. Xanat Vargas Meza & Han Woo Park, 2016. "Organic Products in Mexico and South Korea on Twitter," Journal of Business Ethics, Springer, vol. 135(3), pages 587-603, May.
    6. Mike Thelwall & Pardeep Sud & Farida Vis, 2012. "Commenting on YouTube videos: From guatemalan rock to El Big Bang," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 63(3), pages 616-629, March.
    7. Xanat Vargas Meza & Han Park, 2015. "Globalization of cultural products: a webometric analysis of Kpop in Spanish-speaking countries," Quality & Quantity: International Journal of Methodology, Springer, vol. 49(4), pages 1345-1360, July.
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    Cited by:

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    2. Yu Lim Lee & Minji Jung & Robert Jeyakumar Nathan & Jae-Eun Chung, 2020. "Cross-National Study on the Perception of the Korean Wave and Cultural Hybridity in Indonesia and Malaysia Using Discourse on Social Media," Sustainability, MDPI, vol. 12(15), pages 1-33, July.

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